It’s been a tough few months for Target after it rolled back its DEI efforts. In a bid to boost company morale, CEO Brian Cornell wrote a memo to employees, but it may have caused more confusion.
Cornell admitted that it has been “a tough few months” between the retail economy and “headlines, social media, and conversations that may have left you wondering,” as The Minnesota Star Tribune stated. However, he said Target’s culture and commitment to staff remain the same.
Target ending its DEI efforts
In January, the retailer announced that it would end its three-year DEI goals, conclude its Racial Equity Action and Change (REACH) initiatives in 2025, and end a program focused on carrying more products from Black—or minority-owned businesses.
Target championed DEI in the past, stating that DEI efforts were “equitable access to career advancement” and “equitable business decisions that increase relevance with diverse guests and support economic inclusivity.” However, it announced that it will stop engaging in all external diversity-focused surveys; it is “further evaluating” corporate partnerships and changing its “supplier diversity” team to “supplier engagement.”
Pastor Jamal Bryant called for a nationwide 40-day boycott against Target on Wednesday, March 4. Subsequently, Target’s foot traffic fell for eleven consecutive weeks.
Cornell’s memo
“I recognize that silence from us has created uncertainty, so I want to be very clear: We are still the Target you know and believe in,” the email said. He added that the retailer’s values of “inclusivity, connection, drive” are “not up for debate.”
However, the email acknowledged the feedback from a meeting with Rev. Al Sharpton, who discussed the company’s current DEI policies and the outcome of his meeting with President Trump about the impact of tariffs. The email also did not include any tangible steps that he or his leadership team will take towards implementing new DEI initiatives.
“His email acknowledges but doesn’t take responsibility for any of the concerns and controversies surrounding the company. The tone implies that things are happening around and to Target that are out of its control,” Retail consultant Carol Spieckerman said.
Image: Shalom Ejiofor
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